外文翻譯--中小企業(yè)品牌建設(shè)和管理：探測研究(完整版)
【正文】 企業(yè)在品牌管理上的區(qū)別因素。因此在他們所設(shè)計的品牌個性和由此所喚起的品牌聯(lián)系必須保持高度的一致性。創(chuàng)造品牌價值的第一步是提升品牌標(biāo)識，通過一個企業(yè)渴望創(chuàng)造和維持的獨立的團體。最近的實驗研究和學(xué)術(shù)文章嘗試著去鑒定中小企業(yè)在進行品牌管理和品牌建設(shè)中的影響因素。 一個強大的品牌可以帶來很多市場競爭優(yōu)勢和提升企業(yè)的行業(yè)競爭力。此外，在目前全球競爭的大環(huán)境下，特別是在消費者商品市場，如果運用得當(dāng)，品牌 能夠帶來不同的體驗和競爭優(yōu)勢。 Madhavaram et al., 2020). LOs show increasing interest in standardized branding leading to a standardization of marketing programs (Yip, 1997). They seem to pete more on brands than on products. Positioning is, therefore, a key element and relies heavily on selected munication strategies, which mainly differentiates LOs and SMEs in their marketing mix management. For LOs, integrated marketing munication is considered a critical ponent of the brand equity strategy. Effective munications are a good means to develop brand awareness and a positive brand image that will contribute to brand knowledge formation, and lead to the differentiated responses that constitute brand to Keller (1993), munications can lead to strong brand equity only if the brand identities are well integrated into the firm’ s overall marketing programs, such as product, price, advertizing, promotion and distribution decisions. Firms with a brand identityoriented culture will be better at integrating their marketing munications. In the few papers studying brand management in SMEs, the product was an integral part of the brand. Wong and Merrilees talked about brand “ distinctiveness” and posited that this can be achieved through the development of “ distinctive products/services or any other marketing activities (such as distribution)” . Born global SMEs generally lack the resources for intensive marketing and brand building and differentiate themselves through product innovation. Other marketing aspects are creative marketing programs to support both brand awareness and brand image: “ Added value can be achieved through one or a number of activities, including product, packaging, delivery/distribution, sales, advertizing and customer service” Product innovation. In the sampled firms, several incremental as well as more radical innovations were based on the product itself to add value to the total offering. Laboratoires Asepta Monaco, for instance, added credibility to the brand and convenience to customers by focusing on particular foot problems (sore feet, dry feet,etc.) and offering both a wide and deep line of products to cure each condition. This supports Gilmore et al.’ s (1999) findings that demonstrate that small firms add value by offering a wider range of products than their product innovations are dictated by market trends as in the design and fashion industries where panies have to launch one or two new collections a from these requirements, more radical innovations are aimed at firmly establishing the pany in the market. The products are generally standardized around the world to allow for production efficiency. Involved in fashion would rather not consider a market than adapt to it as it may not be profitable. Other marketing innovations. The sampled firms are well aware of their capabilities and pete on their strengths rather than venturing in market spaces which may be too risky. Since their positioning is middle to high range, discounted pricing is not part of their marketing discourse, as it is for most SMEs. Instead, image, reputation and quality
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